Merrell names new chief marketing officer

Hiking footwear brand Merrell announced on Monday the appointment of Richard McLeod to the role of chief marketing officer. 

Reporting to Janice Tennant, the outdoor wear shoe brand’s global brand president, McLeod will be responsible for leading Merrell’s global marketing and directing the creation of modern integrated marketing capabilities.

“I am thrilled to join Merrell, a brand with a rich heritage and global impact,” said McLeod. “I look forward to developing world class marketing strategies that inspire more people to embrace the outdoors, connect with the brand, and drive the brand’s future growth.”

With over two decades of senior leadership experience under his belt, McLeod ​joins Wolverine Worldwide-owned Merrell from Champion, where he most recently vice president, chief marketing officer. Prior to Champion, McLeod was senior vice president of brand at Canada Goose.

“Rich is widely recognized as a consumer-obsessed leader and builder of talent with a track record of growing brands through strong consumer demand creation and retail execution,” said Tennant. “Rich’s depth of experience will help position Merrell for long-term growth.”

McLeod’s appointment comes two months Merrell named Noreen Naroo-Pucci as its new chief product officer. 

In its most recent trading update last November, parent company Wolverine said ​revenue fell 16.6% to $440.2 million for the third quarter ended September 28, on the back of a double-digit dip across its Saucony and Wolverine brand sales.​

However, Merrell sales climbed 1.4% to $159.2 million for the quarterly period, proving a bright sport for its Michigan-based parent.